“Stoli is extending its brand partnership with 20th Century Fox beyond being the official vodka of ‘Red Sparrow’ and cameoing in the film. In addition to the social media sweepstakes and in-film placements, Stoli’s theater cocktail bars will give fans a real-world taste of its product and potentially create a memorable, brand-focused activation. The news additionally signals how theater-going experiences are changing, where audiences opt for more premium concessions like cocktails, wine or craft beer to compliment their movie-watching beyond the standard popcorn and soda.”

While some aspects of these campaigns are standard- movie product placement and travel contests- the overall mix of in-person promotion alongside it makes for a more memorable campaign. Audience members who simply see on-screen characters sipping a particular brand of vodka might be less inclined to go and purchase that brand than if they had also tasted a cocktail made with it while they’re watching the movie.